Embassy [EN]

In 2016 I entered the International Shopping Plaza Concept Competition with an essay, Commerce Changes Cities, and a case study set in Zagreb. It explores the next evolution of the shopping mall as a hybrid typology, revisiting its roots as codified by Victor Gruen, and the roots of the hybrid building, first conceived by Raymond Hood.

Over the five years that followed, the ideas grew into a wider argument about architectural innovation, taking the form of a business model called Embassy. Ten years on, I believe its core argument mostly holds. Read the essay, with a new addendum, at embassy.igv.hr.